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For UK online retailer Not On The High Street, it's critical that the look and feel of its campaigns is consistent across all channels and touchpoints. "We knew that to get people in at the top of the funnel--to generate awareness--we needed to invest in the above-the-line channels," said Fiona Wallin, head of digital marketing.
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Many brands, including Oreo, Xbox, and Olive Garden, tried to get in on the "What color is this dress?" conversation that erupted all over the Internet late last week. But it was Adobe, CMO.com’s parent company, that got a silver bullet opportunity.
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“Every organization knows how to create content; however, almost none understands content as a strategic, repeatable process,” said Robert Rose, who has become one of the truly unique voices in marketing today, especially when it comes to content marketing.
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CMOs must avoid the temptation to view consumers' demand for privacy as an obstacle to innovation and progress, and see it as a means to achieving greater customer loyalty, building a stronger brand, and delivering maximum value as a business. "An incredible tension exists," said one analyst.
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